But most recently, Chicago-based band Califone has tapped social media and micro-blogging site Tumblr to interact with fans and users on a much more proactive front. Working with filmmaker Braden King and programmer Jeff Garneau, Califone this week debuted the music video for “Stitches,” its forthcoming album’s title track.

Garneau programmed the page to snag images and GIFs from the Tumblr ecosystem to whip together an ever-changing stream of media (that’s right, it’s different every time you load it). Watch the video here.

The pictures and GIFs in the music video are all clickable and include notes viewers can reblog to Califone’s page, with a link to the original source. Hovering over an image in the stream brings it forward and lets viewers focus on it. (Warning: Some are NSFW, though.)

Stitches drops Sept. 3 on Dead Oceans, and is available for pre-order on Amazon, iTunes and through SC Distribution. Califone also has a tour starting in late August.